2020 Economic Forecast: Two Decades of Marketing Transformation

In 2009, Jeff Zucker, then head of NBC Universal and now president of CNN Worldwide, famously warned the media industry that it was in danger of “tradinganalog dollars for digital pennies." Digital ad spending has grown exponentially since then from $39 billion in 2010 to $128.6 billion in 2016. During that same period, analog dollars (which we refer to now as “legacy/linear’) budgets have declined $90.4 billion from $432.5 billion to $342.1 billion Advertiser investments in broadcast network television digital media have increased from $750 million in 2010 to $2.5 billion in 2016, and are forecast by MyersBizNet to grow to $5.6 billion in 2020, representing nearly 25% of total broadcast network ad revenues and more than replacing a nearly 5% decline in linear broadcast network ad spending during that period. Comparable data is available in the MyersBizNet report on all 28 media and marketing categories.

THE FULL MYERSBIZNET 2000-2010 AND 2016-2018 ECONOMIC DATA AND FORECAST REPORTS ARE AVAILABLE FOR DOWNLOAD BELOW BY ALL MEDIAVILLAGE SUBSCRIBERS AT MYERSBIZNET PAID MEMBER COMPANIES. TO INQUIRE ABOUT YOUR MEMBER STATUS OR TO OBTAIN YOUR MEMBER ACCESS PASSWORD, E-MAIL maryann@mediavillage.com. FOR MEMBERSHIP DETAILS AND FURTHER DATA INSIGHTS, CONTACT JACK MYERS AT jack@mediavillage.com.

Jack Myers is the nation’s leading Media Ecologist and is an Academy and Emmy Award nominee for Best Documentary Feature, author of four books and executive producer of GE Focus Forward Films, winner of the Tribeca Film Festival Disruption Award. His...
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